Just because you’re an older organization that came to fruition before strategic brand building was commonplace doesn’t mean you’ve missed the boat. If your brand needs a refresh or a restart, don’t feel as if the latest and greatest branding techniques are only left to the upstarts and newcomers. Let’s explore three reasons why branding is important for the established organizations in the business world.

Creating and growing any business is a process that can take large amounts of time and energy to achieve – that’s a given. So why not spend some of that time and energy to create something that will work for you even after it is launched? It’s a question we hear all of the time – “why do I need to create a brand? Why branding?” To me, the best way to answer this question is with a new question “What is branding?”

By understanding the general buckets of naming strategies and the scenarios in which these types of names thrive, pharmaceutical companies can hone their naming strategy. At the same time, these teams can hedge their risk by including options from different strategies, specifically blank canvas, to avoid the need to start over. When looking into a naming strategy for your product here are a few questions to consider.

When developing a pharmaceutical brand name, there are two main paths you can take – either choose a name that is “safe” and has a good chance at regulatory approval, or to take the more “risky” route, with a name that might have a more difficult time getting approved but is sure to stand out in the marketplace. So, which one is best for your brand naming strategy?

What if I told you that organizations and products across the marketplace could take branding advice from a collection of neighborhoods in Nashville? In line with a recent trend in demographic identity, the residents are beginning to attach their neighborhood with their own personal brand. In doing so, they have hit a sweet spot in branding, achieving two foundational achievements in building a successful brand.

Congratulations, you’re a parent! Bringing to life a pristine new entity created from scratch, it’s your brand. And like all things birthed into magnificence and destined to prosper, it needs a name But when namer’s block kicks in and you are staring at a trash can full of crumpled wads of fizzled ideas, it’s probably because you’re brainstorming too broadly.

Most organizations are looking for their brand to grow throughout its lifetime, and for some, that anticipated (and hoped for) growth includes expanding outside of their home region or country. However, this growth can come with a downside for the brand if certain aspects, specifically the brand name, aren’t suited to travel. Everything is going well – the brand is growing, new markets are identified, the stage is set for an initial foray into the global market – until the brand name falls flat once it leaves the home market. So how does a brand ensure its success both locally and globally? Here are three areas of consideration to take into account when creating a brand name that will be used on a global scale…

Institutions in which the branding includes a place name often include this perspective in their branding efforts. Communities are built on commonality, and place-focused brands provide that on a large scale. The most prominent examples of these are sports franchises, where the name is front and center and which serve as a uniting force for their home bases.

Creating a brand name is an integral part of any branding effort, since the end result will become one of the most visible and widely used aspects of a brand. But its place of importance should not lead to a misguided sense of separation in the development process, where the name is created in a vacuum, far removed from the various brand elements that will surround and support it.

We all know them. The brands where the name has sounded one way as long as you can remember until one day, you are blindsided by the suggestion of a different pronunciation of the same brand. In this infographic from Made by Oomph! examines some of these famous brand names who wear the mark of commonly mispronounced. Whether it be the incorrect dropping of a vowel or the addition of an extra syllable, these brands have been fighting the pronunciation battle for years, which varying levels of success.

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Founded in 1991, our depth and breadth of clients reaches across multiple industries, including consumer, B2B, technology, healthcare, pharmaceuticals, finance and hospitality.

Utilizing a unique and interactive creative process, we have developed some of the world's leading brands. Headquartered in Charlotte, NC, Addison Whitney has offices in New York, Seattle, London, Munich and Tokyo.